Importance of Global Marketing Strategies - Uber
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Added on 2020-10-22
Importance of Global Marketing Strategies - Uber
Added on 2020-10-22
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Table of ContentsCHAPTER 1: Introduction..............................................................................................................1CHAPTER 2: Literature Review.....................................................................................................4CHAPTER 3: Research Methodology.............................................................................................6CHAPTER 4: Data collection and analysis.....................................................................................7CHAPTER 5: Conclusion and Recommendations........................................................................19CHAPTER 6: Personal Reflective Statement................................................................................20REFERENCES..............................................................................................................................22.......................................................................................................................................................23
TITLE: To determine the importance of global marketing strategies for attaining success atinternational market. A study on Uber.CHAPTER 1: Introduction1.1 Overview of researchGlobal marketing strategy is a strategy that cover countries from various location over thenation with aim of making as well as maintaining endeavour of marketing of the company inmarkets. It is not important to includes all the countries but it should implement across theregions. By this, organisation exchange services around the world for maximizing profitabilitylevel. Furthermore, a global marketing strategy can be appropriate when the company hasmanaged to change taste of the customers. This help in attaining competitive success at globalmarket (Brenes, Montoya and Ciravegna, 2014). Current research is based on the Uber, is atransportation network company which offers services including peer- to- peer ride-sharing, rideservice hailing, food delivery and many more to customers in over the world. Company useinternational marketing strategies within their business at the time of operating their services atinternational level. This will provide them support in attaining competitive success atinternational market. The particular objective of this company is to capture larger market share atglobal market by serving their better services as per customers taste and preferences. By this,organization easily enhance positive brand image at market. 1.2 Research aim“To determine the importance of global marketing strategies for attaining success atinternational market. A study on Uber.”1.3 Research objectivesTo understand the concept of global marketing strategies.To identify the global marketing strategies used by Uber to established their positivebrand image.To determine the importance of global marketing strategies for Uber.To evaluate the challenges faced by Uber while using global marketing strategies.1.4 Research questionsWhat is the concept of global marketing strategies?What are the global marketing strategies used by Uber to established their positive brandimage?1
What is the importance of global marketing strategies for Uber.What are the major challenges faced by Uber while using global marketing strategies?1.5 Reasons for choosing research projectThe chose area of study is based in the in-depth research of the importance of globalmarketing strategies for attaining success at international market. Thus, it is crucial fororganization to use global marketing strategies for expanding and developing their services atlarge scale. Mainly, this is a wide area of research which help in proving appropriate knowledgeabout the specified concept through which learner easily enhance their skills (Cheng andHuizingh, 2014). By assistance of this research, learner may easily understand the importance ofglobal marketing strategies for business organization to achieve success at international market. 1.6 Activities and timescalesIt is essential part of the research investigation as it play a significant role in executing aswell as competing the research activities in allotted time frame. In this, it is essential forinvestigator is to develop and implement suitable time frame along with all the activities of theresearch. It provide an effective path to the researcher in executing its task. In addition of this, itis vital for researcher to complete the research work in specified time frame and systematicmanner as well. It help in reduction of arising issues and obligation while carry out the research. 2
CHAPTER 2: Literature Review2.1 IntroductionThis section of research help in carry out in-depth review of information that is relatedwith the secondary sources. Along with this, it is also important to undertake analysis on thebasis of previous literature by secondary sources. By this, researcher generate valid information.Mainly, this section provides a path for investigator by providing them overview of all theaspects aid in attaining positive results (Cui, Meyer. and Hu, 2014). In addition of this, theoverview of literature help in generating valuable and reliable outcomes because it includesauthors and scholars perspectives towards the specified research topic. As it based on thesignificance of global marketing strategies for attaining success at international market. By thisresearcher gather information about the global marketing strategies and its importance forcompany in attaining success at global market. 2.2 Literature ReviewConcept of global marketing strategiesAs per point of view of Kokemuller, (2017), global marketing strategy consider as aneffectual approach which for company in selling its services around the world. Furthermore, it isalso used to evaluate as well as describe a particular way of worldwide marketing strategy inwhich business organization can easily capture customers attention in global market. Due todigital world, company focus on implementing as well as adopting a more unified marketingstrategy. In this context, it also includes countries from several regions in the nation with the aimof coordination all the marketing efforts at global market to maximising the chances of attainingcompetitive success. With the help of this, organization serve their services with the aim of3
establishing the competitive edge from rivals. The main contribution of this is to making brandimage competitive and at the same time also invite more and more potential customers so thatcompany easily attain success. The main advantage of implementing global marketing strategiesis to gain revenue in company through which firm easily maintain their positive image at globalmarket. Global marketing strategies used by Uber to established their positive brand imageAccording Grant, (2016), Worldwide marketing strategy see as a crucial act throughwhich business enter into new market for rising up their overall execution. In context of Uber,company also implement global marketing strategies with the aim of selling their services acrossthe world. By this company easily capture large number of potential customers about itsofferings. It contribute in raise the positive brand image. As there are some appropriatemarketing strategies used by Uber in succeed at global market: Marketing communication: This strategy play a significant role in understandingcustomers perception of understanding their needs and wants. Through which, company easilyinteract with consumers and also influence them to consume its services. This will lend indevising brand image more competitive in-front of market and customers as well. Market Research: This type of marketing strategy is also see as a crucial aspect in whichorganization undertake research before introducing their products in market. By this companyeasily analysis the market trends, customers taste, demand and many more that may help inenhancing positive brand image at global market. Importance of global marketing strategies for Uber.According to Pribanic, (2018), Global marketing strategy is essential for entity to raisetheir market share. In context of Uber, it provide better support in expanding their business atglobal market with the hope of enhancing their brand image. Along with this, company alsocapture customers attention by cater them services according to the customers preferences. Bythis company established their positive brand image and improve customers base also. As thereare some value of global marketing strategies for Uber are as follows:Increase customers awareness: It is main benefit of global marketing strategies in whichcustomers are able to interact with the company and also know about its offerings. By thiscompany easily maintain better relation with them and also improve their customers base withinthe company. 4
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